Enhanced Economy Meals – Competitive Analysis

Enhanced Economy Meals

In an earlier post (refer to this link for our coverage), we noted that British Airways (BA) is introduced enhanced economy meals for passengers travelling in its World Traveller product. Prices of the three course meals start at £15 (US$22.5) to £18 (US$27). We will examine how BA’s chief competitors are marketing the same products and determine passengers receiving a good deal.

Details

Besides BA, the following full service airline also offer variations of the enhanced economy meal for international flights. They include:

Sample KLM Enhanced Economy Meals – Start your meal with a delicate salmon millefeuille, dill cream and green asparagus. Next, savour a main course of braised veal with a suave horseradish sauce. On the side, we’ll serve some tasty cumin potatoes and a healthy dose of spinach, carrots and onions. Eventually you can indulge your senses with our famous chocolate-coconut mousse. Image taken from airline’s website on April 25, 2015 (All Rights Reserved)

Analysis

Of the 11 airlines listed above with an enhanced economy meal program, KLM (KL) has the best value from European airlines and Alaska Airlines (AS) has the best value for North American airlines. All the airlines allow advanced purchase up to 24-72 hours.

Additionally, Air France (AF) and KLM allow Flying Blue(R) members to use their frequent flyer miles (starts at 4,200 miles) to pay for the meal.

Enhanced meal service is a good way for airlines to earn auxiliary revenue at a less cost due to economy of scale. Passengers can benefit with a better meal service by paying less than £20, US$30, €28.

Discontinued Programs

All Nippon Airways My Choice(R)

The enhanced meal service may not always work if the pricing is not attractive. All Nippon Airways introduced MyChoice(R) meals back in 2010.

The option to purchase a business meal was available for flights from Tokyo Narita International Airport (NRT) for 8,000 Yen (US$67, £45, €60). Unfortunately, the price was too high and uptick was low and this program discontinued by 2013.

Regular Economy Meals

As oil prices continue to drop, regular economy meals will also receive an enhancement in quality. NH for example rolled out new options from December 2014 onwards (refer to pictures below).

Based on passenger feedbacks, airlines should continue to refine its meal service. In addition, it is a great idea to offer enhanced economy meals to cater to those who would not mind paying a little more for higher quality food.